Scent for Brand Recognition
In a world saturated with media, brands are always looking for ways to stand out. That’s why many are turning to the power of scent for their next multisensory marketing campaign.
The Geur voor merkherkenning of smell is directly connected to the limbic system that manages emotions and memory, which makes it an effective way to communicate a brand identity. Some companies even employ scent branding specialists to curate unique concoctions that speak to a specific target audience or location. For example, a hotel in the middle of a city may prioritize the scent of eucalyptus to energize guests while a small mountain retreat might use lavender to evoke feelings of relaxation and wellness.
The Role of Scent in Building Emotional Connections with Customers
When done right, a signature scent can become synonymous with a brand and increase customer loyalty. However, choosing the right fragrance is not an easy task. It must match the personality of the business and appeal to customers at a deep level, thereby creating an emotional bond. The fragrance should also be able to stand on its own without competing with other marketing materials.
For example, the signature Apple store scent is distinct enough to be instantly recognizable among a crowd. It’s also a perfect complement to the company’s image of innovation, modernity, and elegance. Similarly, Newell Brands’ Mr. Sketch scented markers and Airwick’s tearjerker Home is in the Air campaign both boosted sales by tapping into the human desire to connect with loved ones through the familiar scent of home.